Kameda Seika Company Overview

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Kameda Seika Company Overview

A press scan of Kameda Seika identified several stories that have seen the company in the news headlines over the last 12 months. Most of the articles are positive and refer to the expansion efforts and growth of the company. As the domestic market leader, Kameda Seika has several strengths, including its well-established brand, Their plans to expand into the global market could be hindered by a potential trade war and fluctuations in the international money market. Still, top competitors Iwatsuka Confectionery and Mochikichi face similar threats.

PRESS SCAN

Japan's Kameda Seika to Produce Popular Kaki No Tane Rice Crackers in India

  • The Japan Times reported on 9 April 2019 that Kameda Seika was planning to produce its rice cracker, Kaki No Tane, for the Indian market.
  • A plant in the Haryana state will produce the crackers, although the investment and production capacity of the plant has not yet been determined. The factory has cost $3.5 million to date with production starting late in 2018.
  • Kameda Seika is aiming to increase the sales of its crackers in foreign markets from 7.5% to 14.5% by 2024.

Japan Instant Rice Maker Hopes to Feed Muslims going to Mecca

  • On 12 August 2019, the Nikkei Asian Review reported that Kameda Seika planned to feed Muslims, making their pilgrimage to Mecca.
  • Onishi Foods, a subsidiary of Kameda Seika, has prepared 1,200 servings of its well-known dishes, including Indian biryani, Malaysian nasi goreng, and Thai gaprao. These can be cooked in 15 minutes by just adding water.
  • They are also increasing their Halal lineup as more Muslims workers emigrate to Japan, or visit for tourism purposes.

Kameda Seika’s Cambodia Plant Fully Operating to Produce Rice Crackers for Export to Australia, New Zealand

  • The NNA Business News reported on the 17 August 2019 that the joint venture between Kameda Seika and LT Foods had seen a factory open on the outskirts of Phenom Pen in Cambodia.
  • The factory will be used to produce crackers that will supply the Australian and New Zealand markets. The new factory is 12,000 square feet in size and currently employs 250 staff, having started operations in January.
  • Demand for the low-fat, low-allergy crackers has increased, and Kameda Seika is hoping to extend into the North American and Chinese markets as part of its ongoing plans for expansion.
  • This is the sixth of Kameda Seika's overseas facilities. It also has production facilities in China, India, Thailand, the United States, and Vietnam. The company hopes the abundance of rice in Cambodia will give them a competitive edge.

Japanese Companies Join Hands to Nurture Female Managers

  • The China Post reported on 5 October 2019 that Kameda Seika was part of a growing number of Japanese companies that are nurturing female employees for management positions.
  • Part of the program sees the female employees attend joint training sessions with employees from other companies.
  • Kameda Seika sends employees that are around the age of thirty to training programs so they can interact with employees from different industries.

Delhi-based LT Foods Ties up With a Japanese Firm to Launch Rice Crackers

  • On 20 January 2020, Business Today announced that Kameda Seika and LT Foods had launched their rice crackers in India under the name Kari Kari Crisps.
  • Kari Kari Crisps are made from rice and peanuts and contain no trans fat. The crisps are marketed toward the health-conscious.
  • Kameda Seika currently has a 30% share of the Japanese rice cracker market. The company plans to earn 15% of its revenue from sales in the Middle East, Bangladesh, Nepal, and Sri Lanka by next year.
  • The launch is supported by a number of product tastings at retail stores, colleges, airlines, and multiplexes.

Japanese rice-cracker snack taking Indian market by storm

  • The Mainichi reported on 23 February 2020 that Kameda Seika was taking the Indian market by storm. To meet the local Indian demand, Kameda Seika was planning on adding more spicy flavors to its Indian range.
  • Initially, the product was shipped to India after being produced in China, however strong sales in New Delhi and Mumbai prompted Kameda Seika to set up production in India.
  • Kameda Seika is looking to expand its Indian distribution channels and make the product available in small retail firms.

SWOT ANALYSIS

Strengths

  • Kameda Seika has established several best-selling products that have been popular among consumers for a number of years. This means that the company has stable cash flows generated from these products, which allows it to invest in new product lines.
  • The core brands provide Kameda Seika with the opportunity to launch new products under the same brand umbrella, increasing the chances they are successful due to the brand loyalty and recognition the company has established.
  • Manufacturing mechanization, mass production, the introduction of fresh-pack technology to preserve product freshness, and overseas expansion have seen Kameda Seika propel itself to the top of the industry.
  • The success of the company has, to a degree, insulated it against the rising cost of raw materials that all competitors are facing. Investments in rationalization and reductions in the costs associated with personnel have contributed
  • 60% of Kameda Seika's sales are concentrated on its top eight products. This means that Kameda Seika benefits from economies of scale. The company benefits from owning a proprietary distribution network, meaning it has lower opportunity losses and short lead times.

Weaknesses

  • Due to the slowing domestic cracker market in Japan, Kameda Seika has been forced to expand globally to achieve sustainable growth. The upfront investment required to expand overseas has seen Kameda Seika post operating losses. While recognizing it will take time to gain traction in new markets, the company is looking to speed up the process through acquisitions and partnerships.
  • Two products, KamedaNoKaki No Tane and Happy Turn, account for 30% of the combined sales of Kameda Seika. With 60% of the revenue coming from the companies top eight products, the company has not performed well in the identification and cultivation of new products.
  • Despite being the largest player in the Japanese domestic market, Kameda Seika is still considerably smaller than a number of the large retailers operating in the space. When this is combined with its limited product portfolio, they come under increasing pressure when negotiating supply terms and prices with the large retailers.
  • There is an ongoing threat from the large retailers from their private label brands, which are used to place pressure on Kameda Seika during the negotiation process.

Opportunities

  • Packaged rice snacks are considered a market that is likely to experience sustained growth in the coming years, meaning there is plenty of opportunities for Kameda Seika to expand globally.
  • New markets, such as India, present opportunities for Kameda Seika. They have received a good reception in India, which has provided a solid foundation for them to build on in the region. They are also building on opportunities in other markets like Australia and New Zealand.

Threats

  • The rising cost of raw materials has forced a number of the less established manufacturers out of the cracker business. The maturing rice cracker industry, coupled with industry consolidation, is contributing to the problems smaller manufacturers are facing.
  • Kameda Seika has production facilities in China and exports to both the US and China. A potential trade war between the two superpowers has the potential to disrupt the global expansion and the stability of Kameda Seika's operations.
  • Associated with a possible trade war are the ongoing fluctuations of the international money market. As a company operating on the global stage, currency fluctuations are a potential threat to Kameda Seika's business plans.

Competitive Advantage

  • Kameda Seika is the largest player in the Japanese rice cracker industry, holding a 30% market share. The proprietary distribution network they have established has enabled them to distribute their products in a timely and efficient manner, which keeps them ahead of their competitors.

COMPETITORS

Sanko Seika

  • Sanko Seika was founded in 1962 in Japan. It was founded in 1962. In 2017 its revenue was approximately $453 million. Part of its operation lives under the umbrella of Singha Sanko, a joint business venture between the Singha Corporation (Thailand) and Sanko Seika (Japan).
  • Sanko Seika is a well-known Japanese rice cracker brand, making rice cracker snacks known as Arare and Senbei. Both are considered world-class treats. Yuki is another brand within the Sanko Seika family. It is the brand name used for the Senbei range in Thailand.
  • A full list of the products offered by Sanko Seika, along with details of its marketing is available in Japanese on its website.
  • Multiple independent third parties, such as Hashtap, Bloomberg, Zoominfo, Absolute Reports, and Marketwatch have completed comprehensive reports on the Japanese rice cracker market. Sanko Seika and Kameda Seika were considered competitors in all the reports. Based on this and after considering the product range of Sanko Seika, the size of its operation, its global presence, and its revenue, it is clear that Sanko Seika is one of Kameda Seika's top competitors.

Iwatsuka Confectionery

  • Iwatsuka Confectionery makes everything from rice crackers to beika. They distinguish themselves from their competitors by emphasizing that the cutting edge technology they employ is fused with traditional practices to make the best product possible. Its was founded in 1947 and had revenue of $22 billion in 2019.
  • The product range of Iwatsuka Confectionery includes the Okosama Senbei Series, Fuwatto, Aji Shirabe, Kuromame Senbei, and the Inakano Okaki Series.
  • Multiple independent third parties, such as Hashtap, Bloomberg, Zoominfo, Absolute Reports, and Marketwatch have completed comprehensive reports on the Japanese rice cracker market. Iwatsuka Confectionery and Kameda Seika were considered competitors in all of the reports. Based on this and after considering the product range of Sanko Seika, the size of its operation, its global presence, and its revenue, it is clear that Iwatsuka Confectionery is one of Kameda Seika's top competitors.

Mochikichi

  • Mochikichi has a staff of over 2,000 in more than 200 retail stores throughout Japan. They are positioned at the top end of the Japanese rice cracker market, offering a range of gourmet crackers. They operate under the motto, "The best rice, the best water, and the best technique."
  • Their product range includes Mochi Celebrations, Mochi Minis, Mochi Okahi, Mochi Joys, Mochi Wishes, Mochi Classics, Mochi Treasures, Choco Crunch, and Choco Almond.
  • Multiple independent third parties, such as Hashtap, Bloomberg, Zoominfo, Absolute Reports, and Marketwatch have completed comprehensive reports on the Japanese rice cracker market. Mochikichi and Kameda Seika were considered competitors in all the reports. Based on this and after considering the product range of Sanko Seika, the size of its operation, its global presence, and its revenue, it is clear that Mochikichi is one of Kameda Seika's top competitors.

RESEARCH STRATEGY

To determine the media coverage received by Kameda Seika in the last 12 months, we searched a range of media publications. We also reviewed several news database sites, including Millie Northern Lights, NewsLookUp, and Google News. We were able to identify several news stories featuring Kameda Seika. Any stories that were duplicated in multiple sources have been included only once.

We reviewed a range of industry publications, media articles, financial records, and financial databases to determine the strengths, weaknesses, opportunities, and threats of Kameda Seika. These sources were also used alongside relevant market reports to identify the top competitors. Top competitors were determined based on product range, revenue, location, and global presence. Due to difficulties translating the product and company information on Kameda Seika's website, and the marketing material being only available in Japanese, we were unable to determine the value proposition of Kameda Seika.

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